search marketer's toolkit for google tag manager and google analytics
TRANSCRIPT
![Page 1: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/1.jpg)
Reaktor Mannerheimintie 2 00100, Helsinki Finland
tel: +358 9 4152 0200 www.reaktor.com [email protected]
Confidential ©2015 Reaktor All rights reserved
SEARCH marketer’s toolkit Google Tag Manager & Google Analytics
Simo Ahava Senior Data Advocate
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Simo AhavaSenior Data Advocate, Reaktor
Google Developer Expert, Google Analytics
Blogger, developer, www.simoahava.com
Twitter-er, @SimoAhava
Google+:er, +SimoAhava
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@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Why customize?
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@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Why customize?Google Analytics is GREAT out-of-the-box, right?
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PAGEVIEWS
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PAGEVIEWS
BOUNCE AND CONVERSION RATE
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PAGEVIEWS
BOUNCE AND CONVERSION RATE
SESSIONS
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Google Analytics Session
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Google Analytics Session
Group of interactions that takes place on a website
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
Lets not forget mobile and single-page apps!
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
Lets not forget mobile and single-page apps!
Who knows what else happens server-side?
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Google Analytics Session
Group of interactions that takes place on a website
That expires after 30 minutes of inactivity…
Or at the end of they day…
Or when acquisition campaign changes… Unless the referral is in the Referral Exclusion List…
Or traffic is cross-domain, and cross-domain tracking is implemented…
Unless it’s implemented incorrectly… Which is likely since it’s so !#/%(“% difficult…
Unless you’re using Google Tag Manager… Except if you’ve implemented THAT incorrectly…
There’s also the sessionControl parameter…
Lets not forget mobile and single-page apps!
Who knows what else happens server-side?
Cookies, localStorage, persistent data stores!?
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@SimoAhava from @ReaktorNow | #2015ac | 8–11
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@SimoAhava from @ReaktorNow | #2015ac | 8–11
X
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All metrics and dimensions used by a platform subscribe to the definitions of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
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All metrics and dimensions used by a platform subscribe to the definitions of said platform!
GPeC Summit 11-May-2015 | @SimoAhava
sessionized
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@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Google Tag Manager
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@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Google Tag ManagerThe best only way to deploy Google Analytics tracking
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Google Tag Manager
Lets you create and deploy trackingand measurement scripts with ease.
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Google Tag Manager
Lets you create and deploy trackingand measurement scripts with ease.
Facilitates interaction between variousdepartments within your organization.
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Google Tag Manager
Lets you create and deploy trackingand measurement scripts with ease.
Facilitates interaction between variousdepartments within your organization.
Allows you to focus your time on analysisrather than implementation.
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Google Tag Manager
https://analyticsacademy.withgoogle.com/course/5
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@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Tricks and methods
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@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Tricks and methods…for search marketing via Google Tag Manager…
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WHY?
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WHY?
Scroll% & Read%
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WHY?
SERP Bounce Time
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WHY?
Content Funnel
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WHY?
Article performance
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#1: Inject Meta Data Dynamically Into The Page
http://goo.gl/PJmQuR
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Custom HTML Tag
<script> (function() { // The NAME attribute of the meta tag: var name = 'description'; // The CONTENT attribute of the meta tag: var content = 'Simo Ahava\'s blog provides a unique, understandable, and relatable peek into the digital world.';
var m = document.createElement('meta'); m.name = name; m.content = content; document.head.appendChild(m); })();</script>
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Page View Trigger
"Inject the Meta Tag during the page load sequence as soon as Google Tag Manager has loaded"
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+ +
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#2: Inject SERP Enrichments Into The Page
http://goo.gl/zbTZC9
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<script type="application/ld+json">{ "@context": "http://schema.org", "@type": "WebSite", "url": "http://www.simoahava.com/", "potentialAction": { "@type": "SearchAction", "target": "http://www.simoahava.com/?s={search_term}", "query-input": "required name=search_term" } }</script>
Custom HTML Tag
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Page View Trigger
"Inject the JSON-LD during the page load sequence as soon as Google Tag Manager has loaded"
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https://developers.google.com/structured-data/
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+ +
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#3: Track Structured Data As Content Attributes
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function() { var jsonLd = document.querySelector('script[type*="ld+json"]'); return jsonLd ? JSON.parse(jsonLd.innerHTML) : {};}
Custom JS Variable 1: {{JSON-LD}}
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function() { return {{JSON-LD}}.author.name || undefined;}
Custom JS Variable 2: {{JSON-LD - author.name}}
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function() { return {{JSON-LD}}.datePublished || undefined;}
Custom JS Variable 3: {{JSON-LD - datePublished}}
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function() { return {{JSON-LD}}.headline || undefined;}
Custom JS Variable 4: {{JSON-LD - headline}}
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Google Analytics View Settings
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Google Tag Manager - Page View Tag
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Google Analytics - Site Content - All Pages
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#4: Article Attributes As Content Groups
http://goo.gl/uQi71z
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Custom JS Variable: {{JS - Blog Images}}
function() { // Make sure the selector points to your content element var content = document.querySelector('.entry-content'); var imgs = content.querySelectorAll('img').length - 1; if (imgs>20) return '21+'; else if (imgs>15) return '16-20'; else if (imgs>10) return '11-15'; else if (imgs>7) return '8-10'; else if (imgs>5) return '6-7'; else if (imgs>3) return '4-5'; else if (imgs>1) return '2-3'; else if (imgs>0) return '1'; else return '0';}
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Custom JS Variable: {{JS - Blog Length}}
function() { // Make sure the selector matches your content element var content = document.querySelector('.entry-content'); var wCount = 0; var cText = content.textContent || content.innerText; cText = cText.replace(/(^\s*)|(\s*$)/gi,''); cText = cText.replace(/[ ]{2,}/gi,' '); cText = cText.replace(/\n /,'\n'); wCount = cText.split(' ').length; if (wCount>3000) return '3k+'; else if (wCount>2500) return '2.5k-3k'; else if (wCount>2000) return '2k-2.5k'; else if (wCount>1500) return '1.5k-2k'; else if (wCount>1100) return '1.1k-1.5k'; else if (wCount>800) return '800-1.1k'; else if (wCount>500) return '500-800'; else if (wCount>200) return '200-500'; else return '<200';}
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Custom JS Variable: {{JS - Blog Title Length}}
function() { var title = document.title; var wCount; title = title.replace(/(^\s*)|(\s*$)/gi,''); title = title.replace(/[ ]{2,}/gi,' '); wCount = title.split(' ').length; if (wCount>20) return '21+'; else if (wCount>16) return '17-20'; else if (wCount>12) return '13-16'; else if (wCount>10) return '11-12'; else if (wCount>8) return '9-10'; else if (wCount>6) return '7-8'; else if (wCount>4) return '5-6'; else if (wCount>2) return '3-4'; else return '<3';}
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Page View Tag
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Google Analytics - Site Content - All Pages
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https://support.google.com/analytics/answer/2853423?hl=en
You can create up to five Content Groupings."
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https://support.google.com/analytics/answer/2853423?hl=en
You can create up to five Content Groupings."
![Page 67: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/67.jpg)
https://support.google.com/analytics/answer/2853423?hl=en
You can create up to five Content Groupings."
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https://support.google.com/analytics/answer/2853423?hl=en
"W
You can create up to five Content Groupings.
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https://support.google.com/analytics/answer/2853423?hl=en
"W T
You can create up to five Content Groupings.
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https://support.google.com/analytics/answer/2853423?hl=en
"W T F
You can create up to five Content Groupings.
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https://developers.google.com/analytics/devguides/collection/analyticsjs/custom-dims-mets
There is a maximum of 20 CustomDimensions (200 for Premium…)"
![Page 72: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/72.jpg)
#5: Measure SERP Bounce Time
http://goo.gl/bnS5Xz
![Page 73: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/73.jpg)
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Total SERP Bounces
![Page 75: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/75.jpg)
Total SERP Bounces
Average Dwell Time Before Bounce
![Page 76: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/76.jpg)
<script> (function() { var s = document.location.search; var h = document.location.hash; var e = {{Event}}; var n = {{New History Fragment}}; var o = {{Old History Fragment}}; // Only run if the History API is supported if (window.history) {
// Create a new history state if the user lands from Google's SERP if (e === 'gtm.js' && document.referrer.indexOf('www.google.') > -1 && s.indexOf('gclid') === -1 && s.indexOf('utm_') === -1 && h !== '#gref') { window.oldFragment = false; window.history.pushState(null,null,'#gref'); } else if (e === 'gtm.js') { window.oldFragment = true; }
// When the user tries to return to the SERP using browser back, fire the // Google Analytics timing event, and after it's dispatched, manually // navigate to the previous history entry, i.e. the SERP if (e === 'gtm.historyChange' && n === '' && o === 'gref') { var time = new Date().getTime() - {{DLV - gtm.start}}; if (!window.oldFragment) { dataLayer.push({ 'event' : 'returnToSerp', 'timeToSerp' : time, 'eventCallback' : function() { window.history.go(-1); } }); } else { window.history.go(-1); } } } })();</script>
Custom HTML Tag
![Page 77: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/77.jpg)
Triggers for the Custom HTML Tag
+ All Pages
![Page 78: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/78.jpg)
Data Layer Variables
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Trigger for the Event Tag
![Page 80: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/80.jpg)
Custom JS Variable: {{JS - SERP Time In Seconds}}
function() { return {{DLV - timeToSerp}} < 1800000 ? {{DLV - timeToSerp}} / 1000 : undefined;}
![Page 81: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/81.jpg)
GA Admin -> Property Settings -> Custom Definitions -> Custom Metrics
![Page 82: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/82.jpg)
Event Tag
![Page 83: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/83.jpg)
GA View Settings -> Calculated Metrics
![Page 84: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/84.jpg)
Custom Report
![Page 85: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/85.jpg)
![Page 86: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/86.jpg)
Total SERP Bounces
![Page 87: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/87.jpg)
Total SERP Bounces
Average Dwell Time Before Bounce
![Page 88: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/88.jpg)
#6: Track Content Engagement
http://goo.gl/M2pqgV
![Page 89: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/89.jpg)
![Page 90: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/90.jpg)
x5x10x7x7x8x8x9
Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)
![Page 91: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/91.jpg)
<script> (function() { var startEngage = new Date().getTime(); var timeEngaged = 0; var idleTime = 0; var idle = true; var idleReport = false; var idleTimer, reportTimer; /* Set the user as idle, and calculate the time they were non-idle */ var setIdle = function() { idleTime = new Date().getTime(); timeEngaged += idleTime - startEngage; idle = true; }; /* Reset the 5 second idle timer. If the user was idle, start the non-idle timer */ var pulse = function(evt) { if (idle) { idle = false; startEngage = new Date().getTime(); idleReport = false; } window.clearTimeout(idleTimer); idleTimer = window.setTimeout(setIdle, 5000); }; // Utility function for attaching listeners to the window var addListener = function(evt, cb) { if (window.addEventListener) { window.addEventListener(evt, cb); } else if (window.attachEvent) { window.attachEvent('on' + evt, cb); } }; /* Push an event to dataLayer every 15 seconds unless the user is idle. Also, push an event when the user leaves the page */ var report = function(evt) { if (!idle) { timeEngaged += new Date().getTime() - startEngage; } // Push the payload to dataLayer, and only push valid time values if (!idleReport && timeEngaged > 0 && timeEngaged < 3600000) { window.dataLayer.push({ 'event' : 'nonIdle', 'nonIdleTimeElapsed' : timeEngaged }); } if (idle) { idleReport = true; } // Fix possible beforeunload duplication problem if (evt && evt.type === 'beforeunload') { window.removeEventListener('beforeunload', report); } timeEngaged = 0; startEngage = new Date().getTime(); reportTimer = window.setTimeout(report, 15000); }; addListener('mousedown', pulse); addListener('keydown', pulse); addListener('scroll', pulse); addListener('mousemove', pulse); addListener('beforeunload', report); idleTimer = window.setTimeout(setIdle, 5000); reportTimer = window.setTimeout(report, 15000); })();</script>
Custom HTML Tag
![Page 92: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/92.jpg)
Trigger for the Custom HTML Tag
![Page 93: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/93.jpg)
Data Layer Variable
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Custom JS Variable: {{JS - Get Engagement Time In Seconds}}
function() { return {{DLV - nonIdleTimeElapsed}} / 1000;}
![Page 95: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/95.jpg)
GA: New Custom Metric
![Page 96: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/96.jpg)
Trigger for the Event Tag
![Page 97: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/97.jpg)
Event Tag
![Page 98: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/98.jpg)
GA: New Calculated Metric
![Page 99: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/99.jpg)
GA: New Custom Report
![Page 100: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/100.jpg)
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x5x10x7x7x8x8x9
Interactive Time = Time when user is actively interacting with the page (keyboard and mouse)
![Page 102: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/102.jpg)
#7: Track Content As Ecommerce
http://goo.gl/mUfazN
![Page 103: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/103.jpg)
@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Data is difficult
![Page 104: Search Marketer's Toolkit for Google Tag Manager and Google Analytics](https://reader030.vdocuments.site/reader030/viewer/2022021506/58825f531a28abd40e8b67c1/html5/thumbnails/104.jpg)
@SimoAhava from @ReaktorNow | #SearchLove | 3 May 2016
Data is difficultData quality is earned, not acquired